For NOM, the agenda is obvious. They are trying to build their lists off of a white-hot, media-baited story so that they can then fundraise and vote-drive off of those rolls. It's Political Science 101.

But for that fast food name that we are all tired of saying (much less hyphenating)? It's just more reminder of how not-for-equality-supporters this company has become. A big, cocky gamble, that.